About meHi! I’m ian.
I craft products, interactions & stories.
01/ How I Got Here
I’m currently a UX Designer at Lazada, a leading e-commerce platform in Southeast Asia.
My path towards design took an interesting turn. I originally graduated from law school, and this background shapes my unique perspective on problem-solving and user advocacy. My design career started in the startup world. In 2019, I co-founded HyperLocal and helped secure funding for our podcast platform, Waves8. This is where I found myself fall in love with Product.
After that, I joined Aleph, a Singaporean creative technology studio. At Aleph, I led the design of GenVita, a major lifestyle product for Generali Insurance, and collaborated with leading financial institutions like UOB, and OLS Singapore. Mentorship from Leo was invaluable during my time there.
Since 2021, I’ve been immersed in the e-commerce industry, working at both Tiki and Lazada. This experience has taught me the power of data-driven product design and the nuances of designing for global markets.
I’m a self-proclaimed foodie with a passion for travel, especially solo adventures. Movies and the human stories they tell fascinate me, and I find a sense of freedom when driving alone.
Work
__ 2021 – present | Sr. UX designer (Lazada regional design studio – Alibaba Corporation)
__ 2021 – 2022 | Sr. UX designer (Tiki Corporation)
__ 2020 – 2021 | UX designer (Aleph-labs Singapore)
__ 2019 – 2020 | UX designer x Co-founder (HyperLocal)
__ 2015 – 2019 | Graphic designer
02/ Service
Design Strategy
Movement does not mean progress. It’s just as important to focus on the medium and long term as it is to have a well-designed product.
Design Systems
Efficiency is the key to a well-functioning design team. I’ve worked on early Design Systems at Techcombank and Lazada.
Web and Mobile App Design
The end product. To learn more about how I arrive at the final solution and why take a look through the case studies.
03/ Principles
/ Know your users
Start with user needs. Treat second-hand information about users with caution. Focus on user outcomes and design with data.
/ Clarity
Create structure and hierarchy. Give users responses to the actions they take. Make decisions easy by avoiding paradox of choice.
/ Effectiveness
Your design should work everywhere; responsive is not only screen size. Leverage technology to help users.
/ Aesthetics
Accessibility is not a bolt-on feature. First impressions do matter. Take the extra time to delight your users.
/ Consistency
Avoid uniformity, but be consistent. Re-use well-tested design patterns. Use ubiquitous language to create familiarity.
04/ Industries
Gathering the best solutions from far and wide.
Banking
Finance
Gaming
Entertainment
Artificial intelligence
Insurance
E-commerce
Content Platform
Health & Fitness